Coffee Consumption and the Sustainability of the Coffee Industry in Malaysia

Abstract

Malaysia’s popular beverage has always been tea; however, current trends show an increase in coffee consumption among its population. The introduction of international coffee chains and the adoption of the coffee culture among the overseas educated has led to an increase in coffee consumption in Malaysia.  Hence, the objective of this research was to determine the status of coffee consumption in Malaysia; to investigate the demographics and reasons for coffee consumption and to study the efforts carried out to sustain the Malaysian coffee industry. The study was conducted via an online self-administered questionnaire uploaded in Google Form. Results, obtained from 174 respondents, showed that 77.6% of participants consumed coffee. The main reasons for coffee consumption are the taste (69.6%); “to boost energy” (60.0%) and “to start up the day” (58.8%). 92.5% make their coffee at home or in the office. A low disposable income and restrictions imposed by the current pandemic has led to 62.7% of the respondents purchasing coffee less than once a week. 55.5% buy their coffee from branded outlets (Starbucks, Coffee bean and tea leaf, McCafé) compared to 46.7% from non-branded outlets (kopitiams, office canteen). So, when people do purchase their coffee, they do not mind splurging out on the occasional cup of branded coffee. Study of the literature shows that efforts are being carried out within Malaysia to improve its coffee industry, especially with respect to coffee farming. This alternative cash crop would aid in stimulating the failing Malaysian economy.